IMPACT OF GREEN MARKETING ON CONSUMER BUYING DECISION OF GREEN PRODUCTS IN KATHMANDU DISTRICT, NEPAL
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Abstract
There has been an increasing concern about environmental issues in the world. Today aware consumers are concerned about how their purchasing habits can help to minimize negative impact on environment. Business firms and manufacturingcompanies have been socially and environmentally responsible owing to those
sentiments. The production of green products is challenging to all business as requirement of quality, cost, performance and environmental issues needs to be met.
Description
Green marketing describes a company's efforts to develop and advertise the environmental sustainability of their business practices and creating and promoting products based on their environmental sustainability. Kotler and Armstrong (2010) have defined green marketing as that phenomenon which fulfills the present needs of consumers while also preserving the ability of future generations to fulfill their needs.
Companies are advertising the reduced emissions associated with their products’ manufacturing process, or the use of post-consumer recycled materials for product packaging or the efficiency of their appliances and automobiles (Papadopoulos et al., 2010).